This Marks and Spencer window display has been described as sexist for labelling fancy little knickers their must-have for women, alongside a display that said men should have outfits to impress.
The display, spotted at their Nottingham store, was posted on Facebook and shared by feminist charity FiLiA on Twitter.
They said: Imagine for a moment if those window displays were reversed. Go on M&S… we are watching.
Kate Beaumont, who spotted the display, told Metro.co.uk: I felt like nothing has improved in my lifetime.
Im 45 and this is the kind of attitude that I naively thought was in the past when I was a teenager.
Its just appalling and very badly judged in the context of the Irish rape case. I feel saddened and extremely frustrated.
Sian Steans, member of Nottingham Feminist Action Network and Feminist Friends Nottingham, where the image was originally posted said: We appreciate M&S sell underwear but the gendered approach to this display is disrespectful and ill thought out.
When companies insist on men being fully clothed and women showcasing lingerie only, it sends a message about womens place in society as objects to titillate.
Its regressive and should be challenged. Girls and boys can grow up around healthier attitudes and ideas about women in culture, including advertising, but only if we force these discussions.
Lisa-Marie Taylor, CEO of FiLiA, added: When Marks and Spencer decides that men must have outfits to impress and women must have fancy little knickers then what we are seeing is sexism writ large in our high streets; reflecting and perpetuating all the sexist shit that women have been subject to for far too long.
Women and girls are tired of having to navigate the onslaught of misogyny. It seems that Marks and Spencer and other retailers are yet to learn from the #MeToo movement.
Oh look! In Marks and Spencers Land, its still 1973! Men get to look manly. We get to look sexy for the manly men. You do know the bulk of your customer base are women? That we have aspirations beyond frilly underwear? Its 2018. Stop patronising us #everydaysexism
— Janey Galloway (@JaneGal51846984) November 20, 2018
There is a strong connection between this sort of nonsense and the sexual objectification and abuse of women. Look at the links the Irish judge made in blaming the rape victim for wearing fancy little knickers. pic.twitter.com/SATgw70ZKq
— Kiri Tunks (@kiritunks) November 20, 2018
What the actual..? Did we slip back to 1970 and I wasn't paying attention?
— Paul L Arvidson (@realarvo) November 19, 2018
I'm appalled as a man. This is sexist, it is counter-productive and, Marks & Spencer, absolutely and utterly tone deaf! Who was the manager who signed *this* off? Middle-aged and male, perhaps?
— Stefan Paetow (@stefanpaetow) November 20, 2018
Looks like M&S think pneumonia is the new 'Must Have' for women. Er…no, sorry chaps: optics and thinking all wrong. #AdvertisingFail
— Kat Brown (@KatBrown9) November 20, 2018
A spokesperson for the store told Metro.co.uk: M&S sells more underwear, in more shapes, sizes and styles, than any other retailer, especially at Christmas.
Weve highlighted one combination in our windows, which are part of a wider campaign that features a large variety of Must-Have Christmas moments, from David Gandy washing up in an M&S suit through to families snuggling up in our matching PJs.